Effects of consumer ethnocentrism and product knowledge on consumers' utilization of country-of-origin information

This article is concerned with the effects of consumer ethnocentrism and product knowledge on consumers' utilization of country-of-origin information for their product evaluation. The data suggest that, regardless of consumers' ethnocentrism, low-knowledge consumers' product attitude is more strongly influenced by country-of-origin perception than high-knowledge consumers' product attitude. The data also show that, when domestic and foreign products are given as alternatives, regardless of consumers' knowledge, low-ethnocentric consumers' product attitude is influenced by country-of-origin perception; however, high-ethnocentric consumers' product attitude is not influenced by country-of-origin perception.